In the summer of 2007 Coca Cola™ initiated a loyalty program with McDonald’s™. They created a series of six colored classic Coke glasses that kids could collect throughout the summer. It was a smash-hit.

Close your eyes and think of Coca Cola™. It ‘owns’ one of the most iconic glass shape in the world, the classic bottle-shaped one. We admire it. And this admiration challenged us to create for Coca Cola™ a glass with the same unmistakable ‘close your eyes’ connection.

What is it about football that trumps all other sports? This leads to a long, important and deeply valuable discussion worthy of a PHD. But for our purposes, given our history with football (soccer, if you must), the unparalleled popularity of the sport is enough. We have been making the Coca Cola™ World Cup souvenir glass for many years now and we know how well they sell.

After we cracked the whole inserting-objects-into-glass thing, we thought, what’s next? We had some free time, so we surfed the web. We noticed that everything had become ‘Smart’; Smart kitchen appliances, Smart wearable, Smart homes, Smart Cars etc.

Naturally, we always have our glass radar turned on. A few years back, we caught on to the craft beer trend that was sweeping the U.S. We looked into it and learned that there were 4,000 microbreweries operating in America. That’s a lot, we concluded. What about beer glasses? Amazingly, all those highly nuanced craft beers are poured into the same, basic pint glass. Our radar started beeping.